Recently, Alliance Fabrication & Manufacturing sat down with Mike Goldsmith (MG), Outside Sales, to gain his perspective on working with AFM and representing its capabilities to customers. In this conversation, (MG) shares insights into how AFM’s solutions support customer needs, the value he sees in the company’s approach, and what sets AFM apart in the market.

Alliance Fabrication & Manufacturing (AFM) provides comprehensive metal fabrication services, backed by the equipment, expertise, and capacity to handle projects of any scale. Our capabilities include advanced laser cutting, robotic welding, precision press brake forming, kitting, and assembly, supported by state-of-the-art inspection tools such as coordinate measuring machines (CMMs).

With multiple press brakes, automated welding cells for consistent throughput, and laser systems that ensure accuracy and efficiency, AFM can process a wide variety of materials and part sizes.

Whether it’s small-batch prototypes or large-scale production runs, AFM combines cutting-edge technology with experienced craftsmanship to deliver high-quality, cost-effective solutions to customers.

Q: Can you share an example of how engineering support helped a customer see value quickly?

(MG): When our engineering team is determining how to fabricate a part, they are also looking for the most efficient way to make a part.

I recently had a customer bring me a part that they were having issues producing within a certain tolerance. The production of the part involved three outside processors, which required the material to be freighted four times, resulting in significant scrap loss and extended lead times.

The Alliance fabrication team discovered the issue on a Wednesday afternoon, designed the part, fabricated it, and I was able to deliver the sample part to the customer on Friday morning with a standard deviation of only half the tolerance.

This was accomplished under one roof by our team, utilizing our equipment.

Q: What design improvements have been most impactful in winning business?

(MG): The design improvements that I have seen most impactful to winning business have often been changes that allow our customers and partners to utilize the full “Alliance Advantage.”

That means using steel that Alliance competitively purchased, processing the steel at our facility, where it is thoroughly inspected to ensure its chemical and physical properties, as well as quality, and then brought to our laser, benders, and/or welders to fabricate your part.

Q: How do customers react when engineering suggests ways to remove costs or improve manufacturability?

(MG): That should be the expectation when someone comes to us as a strategic partner. In every instance, we will make suggestions to improve cost and manufacturability.

That is our job as a partner.

Q: Could you talk about the conversations with your recent electric motor customer?

(MG): This family-owned company is growing significantly due to a large contract with an OEM.

Their current supplier is unable to mass-produce the product, so they need to find a new partner. 

We not only produced the product, but also, thanks to the VE options, we were able to reduce the price by 30%.

Q: How did the engineering team’s input shape that opportunity?

(MG): Our Engineering department identified this opportunity, qualified it, and then effectively sold it by providing demonstrations of our software, equipment, and capabilities.

Q: Do you think their expected PO is tied directly to the design improvements suggested?

(MG): I think the expected PO is tied to design improvements, capabilities of our team and equipment, and the Alliance Advantage of having very competitively priced raw materials.